Twitter announced on Wednesday that publishers can now monetise their entire global video audience on Twitter through in-stream video ads. Previously, in-stream video ads were limited to the markets in which publishers are based, but in many cases, publishers have a global following and global appeal.
Twitter said it is introducing this update following feedback that there is demand to monetise a publisher’s organic following, outside of their home country. In-stream video ads were designed to unlock incremental revenue for top publishers who want to monetise their videos on Twitter, while making it easier for advertisers to reach influential audiences and align with their content.
Over the past year, Twitter has expanded this capability to nearly 20 global markets, including India.
Twitter said over the first half of 2018, publisher earnings for in-stream video ads have more than doubled relative to the same period in 2017.
“Twitter has been a great partner and the in-stream video ads solution has been a revelation to build revenue opportunity for my videos and grow my audience. The initial collaboration has been a success and I’m excited to see how the new update will help deliver more impact and reach new global audiences.” said Aakash Chopra, cricket commentator.
Publishers will be able to select markets where in-stream video ads are available to monetise their organic audiences. They can change this setting just as they would all other account and monetization settings, and it will be defaulted to their home market only.
“In-stream video ads provide brands an opportunity of running video ads with high view ability score and on content which is brand safe. Brands should look at in-stream ads as they are more impactful than gaming the algorithm for manufacturing trends,” said Ankit Dhadda, head, marketing and product at Bloomberg Quint.